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Face to Face(book):
Offline Networking in an Online World
Maura Neill
ABR, CRS, CDPE, e-PRO, MRP, REALTOR®
…back to this?
Photo credits: “Communication” by jfgornet on Flickr.com |”good times, 1940s, scene 8” by deflam on Flickr.com
Can we go from this…
What Happened?
Where Does Your Business
Come From?
Here?
Where Are You Most?
Or
here?
Photo credit: “Conversation” by sepblogon Flickr.com
Where Do You Spend
Your Time?
Traditional Offline Networking:
Why It (Often) Fails
{video}
Face to Face(book): Offline Networking in an Online World
“Here’s My Card!”
Why networking fails:
• Inherently NOT social
• One-sided
• Lacks authenticity
• Follow-up is forgotten
You + Networking
• What are 3 things you do RIGHT?
• What are 3 things you’d like to fix?
Why F2F?
What Happens When We Go
Offline?
Photo credit: “an idea I’m working on about the solitude of the Internet” by kylesteeddesign on Flickr.com
Why Face-to-Face?
Face-to-face
= Top of Mind
= More referrals
= More Leads
= More closings
= More money
More opportunities to help people.
What Does Face-to-Face
Cost?
Dedication
Creativity
Supplies
Time
What’s the ROI on
Face-to-Face?
30 cherry pies for 2011’s
clients for Washington’s
Birthday = $150
Receiving 3 in-person referrals + 2 more via email
= priceless
2 tanks of gas for deliveries
= $98
Photo credits: “Pumping Gas” by futureatlas.com / “handshake isolated on business background” by s_falkow on Flickr.com
The “Usual Suspects” –
Client Parties and Gatherings
Client Appreciation Parties
• Gets us face-to-face, in front of the
most people at one time
• The invitation is more important than
the event
• Big benefits, but big pitfalls, too
Aloha – Client Party 2008
Aloha – Client Party 2008
Client Appreciation Parties
Benefits:
• All clients in one
place
• Easy to coordinate
with YOUR schedule
(one date)
• You control the
outcome
Pitfalls:
• Too many people to
be effective
• One date may not
work for all clients
• Often high price tag
• Demographic
challenges
Client Housewarming Parties
From Seth & Alyce Dailey & The Dailey
Group ~ Baltimore, MD
• Client gives you guest list but you
control the invitations (adding those
people to your mailing list)
• You attend as host
• Lender or other vendor can help
sponsor
Pop-Bys and Drop-Ins
• Made popular by Brian Buffini, who
advises popping by to each client
quarterly
• A one-by-one way to connect
• Bring an “item of value” – a reason
for stopping by
• For your “A+” clients
• Have a purpose
Pop-Bys and Drop-Ins
Ideas for giveaways from other REALTORS:
• Cherry pies for Washington’s birthday
• Pumpkins (Halloween)
• Toffee (handmade by another client) for
the holidays – Nobu Hata
• Invitation (to an event, i.e., shredder day)
• Surprise them with the timing!
My Cherry Pie Pop-By
• Send “invitation” about 2 weeks before
• Clients must RSVP for their pie and
choose a day that I’ll drop by (from 2
consecutive day choices)
• Order the pies from local grocery store &
pick up day before
• Most don’t want the pie but appreciate
the offer (saves time & money!) and still
give a referral!
A New Twist on the Traditional
Tweet-Ups
What is a tweet-up?
• A way for you to promote your
business and another local business
= WIN/WIN
Tweet-Ups
• Traditionally advertised via twitter
and guest list is random(i.e.,
whoever sees it!)
• New twist = invite select groups of
your clients/local sphere
• Have a hook to get people there
• Inviting the social media-savvy will
make the host happy
Tweet-Ups
• Partner with a local business for
location and to share cost
• Be picky about your invite list –
don’t have to invite entire client list
• Be brave – put the word out on
Twitter/social media and attract
potential clients/contacts
MeetUp.com
MeetUp.com
From Brian Copeland ~ Nashville, TN
• Join MeetUp.com
• Search for MeetUps that interest you
OR search for a void in those areas
• Join a MeetUp or start a new one
• Based on geography and interest
MeetUp.com
Brian’s group!
Flash Client Parties
From Chris Rix ~ Hot Springs, AR
• Text, email, Facebook a select group
(100-ish) 1-2 days before event
• Guest list-exclusive
• Those people generate buzz & others
ask to be on the list
• Always plan for more, but if they’re
asking to get in, they’re prospects
Charity Events
• Picking a local charity gives back to
your community and helps your
clients do the same
• Two options:
– Pick one charity that you support year-
round with multiple events
– Support multiple groups throughout the
year with different events
Trick or Treat for the Troops
www.trickortreatforthetroops.com
Hot Dogs for Homeless Dogs
• Annual hot dog cookout at my home
• Benefits local animal rescue
• We provide hot dogs, buns, fixings
• BYO: drinks, side dish to share (close
friends), dogs + kids
• Clients bring donations from animal
rescue’s wish list
Hot Dogs for Homeless Dogs
Pumpkins / Christmas Trees
for Charity
From Nobu Hata:
• Work with local pumpkin/Christmas
tree vendor to get discounted price
on items (pumpkins, wreaths, etc.)
• Have a drop-off event: hot
chocolate, candy, etc.) one
afternoon – drop off unwrapped
toy, pick up your wreath
Blood-Sucking REALTORS®
www.bloodsuckingrealtors.com
From Leigh Brown ~ Charlotte, NC
• Blood drive – first one at Halloween,
second was for Valentine’s Day
• Benefiting local blood bank – all
blood donated stayed in
community
• Include local blood-need stats
Other Charity Events To Get
You Face-to-Face
• Canned food drives
• Clothing/coat drives
• Soup kitchen volunteer day
• What else can you think of?
The After-Closing Closing Gift
• Small gift at closing
• “Real” closing gift a few weeks later
• Excuse to see the home once
they’ve moved in
• Great photo op!
Quarterly Client Workshops
Quarterly Client Workshops
• Provide value – information they
can use
• Two topics – attracts more interest
(i.e., husband + wife, client + a
friend, etc.)
• Get one of the speakers to sponsor
breakfast
Intimate Client Dinners
From Raziel Ungar ~ Burlingame, CA
• Quarterly or bi-annual client dinners
• Thoughtful seating arrangements =
“matchmaking” for clients
• Small sampling of current/recent
clients
• Prix fixe menu = more cost effective
• Easier follow-up
Attend Clients’ Parties/Events
From Dale Chumbley ~ Vancouver,
WA
• Don’t just do the inviting!
• Attend clients’ parties and events
when you’re invited
• You’ll be introduced as “my
REALTOR” and make new
connections
WRITE IT:
• Two local businesses you can
approach TODAY to co-host a
tweet-up
• Two local charities you can support
in 2012 with a client event
Harnessing Your Online Power
Where Is Your Facebook
Presence?
• Your personal profile – what does it
look like?
• Your Facebook Business Page:
– Do you have one?
– Do you use it effectively?
– Do you need one?
• Where do you spend the most time
and get the most response?
Julie Beall
Put This On Facebook
1,000 pairs of shoes donated…and delivered
Harvesting Facebook for
Client Information
Birthdays & Anniversaries
Letting Facebook Do the Work
For You
From Raziel Ungar ~ Burlingame, CA
• Clients’ hobbies, interests
• What you see on Facebook + how
well you’ve gotten to know them
• Sharing articles, books, points of
interest
• An excuse to get in touch
Redefining Face-to-Face
Skype – Your New Best Friend
• Skype for client consultation
• Skype for closings
• Introducing your clients to Skype –
providing value!
The Birthday Video
http://facebook.com/about/groups
The Introduction Video
Via Leigh Brown – Charlotte, NC
The Personal Contract-to-Closing
Facebook Group
• Secret Facebook group for you and your
client
• Post video messages and reminders
every step of the way
• Better than a phone call because they
can replay
• Great with more than one person in the
transaction – they each get the same
message
Other “Face-to-Face”
via Video
• Tours of properties for a client via
Skype or Facetime
• Presenting an offer or counteroffer
• Regular communication with a
needy client
• Responding to an online lead
Q & A
Connect: about.me/MauraNeill
Connect With Me

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Face to Face(book): Offline Networking in an Online World

  • 1. Face to Face(book): Offline Networking in an Online World Maura Neill ABR, CRS, CDPE, e-PRO, MRP, REALTOR®
  • 2. …back to this? Photo credits: “Communication” by jfgornet on Flickr.com |”good times, 1940s, scene 8” by deflam on Flickr.com Can we go from this… What Happened?
  • 3. Where Does Your Business Come From? Here?
  • 4. Where Are You Most? Or here? Photo credit: “Conversation” by sepblogon Flickr.com
  • 5. Where Do You Spend Your Time?
  • 6. Traditional Offline Networking: Why It (Often) Fails {video}
  • 8. “Here’s My Card!” Why networking fails: • Inherently NOT social • One-sided • Lacks authenticity • Follow-up is forgotten
  • 9. You + Networking • What are 3 things you do RIGHT? • What are 3 things you’d like to fix?
  • 11. What Happens When We Go Offline? Photo credit: “an idea I’m working on about the solitude of the Internet” by kylesteeddesign on Flickr.com
  • 12. Why Face-to-Face? Face-to-face = Top of Mind = More referrals = More Leads = More closings = More money More opportunities to help people.
  • 14. What’s the ROI on Face-to-Face? 30 cherry pies for 2011’s clients for Washington’s Birthday = $150 Receiving 3 in-person referrals + 2 more via email = priceless 2 tanks of gas for deliveries = $98 Photo credits: “Pumping Gas” by futureatlas.com / “handshake isolated on business background” by s_falkow on Flickr.com
  • 15. The “Usual Suspects” – Client Parties and Gatherings
  • 16. Client Appreciation Parties • Gets us face-to-face, in front of the most people at one time • The invitation is more important than the event • Big benefits, but big pitfalls, too
  • 17. Aloha – Client Party 2008
  • 18. Aloha – Client Party 2008
  • 19. Client Appreciation Parties Benefits: • All clients in one place • Easy to coordinate with YOUR schedule (one date) • You control the outcome Pitfalls: • Too many people to be effective • One date may not work for all clients • Often high price tag • Demographic challenges
  • 20. Client Housewarming Parties From Seth & Alyce Dailey & The Dailey Group ~ Baltimore, MD • Client gives you guest list but you control the invitations (adding those people to your mailing list) • You attend as host • Lender or other vendor can help sponsor
  • 21. Pop-Bys and Drop-Ins • Made popular by Brian Buffini, who advises popping by to each client quarterly • A one-by-one way to connect • Bring an “item of value” – a reason for stopping by • For your “A+” clients • Have a purpose
  • 22. Pop-Bys and Drop-Ins Ideas for giveaways from other REALTORS: • Cherry pies for Washington’s birthday • Pumpkins (Halloween) • Toffee (handmade by another client) for the holidays – Nobu Hata • Invitation (to an event, i.e., shredder day) • Surprise them with the timing!
  • 23. My Cherry Pie Pop-By • Send “invitation” about 2 weeks before • Clients must RSVP for their pie and choose a day that I’ll drop by (from 2 consecutive day choices) • Order the pies from local grocery store & pick up day before • Most don’t want the pie but appreciate the offer (saves time & money!) and still give a referral!
  • 24. A New Twist on the Traditional
  • 25. Tweet-Ups What is a tweet-up? • A way for you to promote your business and another local business = WIN/WIN
  • 26. Tweet-Ups • Traditionally advertised via twitter and guest list is random(i.e., whoever sees it!) • New twist = invite select groups of your clients/local sphere • Have a hook to get people there • Inviting the social media-savvy will make the host happy
  • 27. Tweet-Ups • Partner with a local business for location and to share cost • Be picky about your invite list – don’t have to invite entire client list • Be brave – put the word out on Twitter/social media and attract potential clients/contacts
  • 29. MeetUp.com From Brian Copeland ~ Nashville, TN • Join MeetUp.com • Search for MeetUps that interest you OR search for a void in those areas • Join a MeetUp or start a new one • Based on geography and interest
  • 31. Flash Client Parties From Chris Rix ~ Hot Springs, AR • Text, email, Facebook a select group (100-ish) 1-2 days before event • Guest list-exclusive • Those people generate buzz & others ask to be on the list • Always plan for more, but if they’re asking to get in, they’re prospects
  • 32. Charity Events • Picking a local charity gives back to your community and helps your clients do the same • Two options: – Pick one charity that you support year- round with multiple events – Support multiple groups throughout the year with different events
  • 33. Trick or Treat for the Troops www.trickortreatforthetroops.com
  • 34. Hot Dogs for Homeless Dogs • Annual hot dog cookout at my home • Benefits local animal rescue • We provide hot dogs, buns, fixings • BYO: drinks, side dish to share (close friends), dogs + kids • Clients bring donations from animal rescue’s wish list
  • 35. Hot Dogs for Homeless Dogs
  • 36. Pumpkins / Christmas Trees for Charity From Nobu Hata: • Work with local pumpkin/Christmas tree vendor to get discounted price on items (pumpkins, wreaths, etc.) • Have a drop-off event: hot chocolate, candy, etc.) one afternoon – drop off unwrapped toy, pick up your wreath
  • 37. Blood-Sucking REALTORS® www.bloodsuckingrealtors.com From Leigh Brown ~ Charlotte, NC • Blood drive – first one at Halloween, second was for Valentine’s Day • Benefiting local blood bank – all blood donated stayed in community • Include local blood-need stats
  • 38. Other Charity Events To Get You Face-to-Face • Canned food drives • Clothing/coat drives • Soup kitchen volunteer day • What else can you think of?
  • 39. The After-Closing Closing Gift • Small gift at closing • “Real” closing gift a few weeks later • Excuse to see the home once they’ve moved in • Great photo op!
  • 41. Quarterly Client Workshops • Provide value – information they can use • Two topics – attracts more interest (i.e., husband + wife, client + a friend, etc.) • Get one of the speakers to sponsor breakfast
  • 42. Intimate Client Dinners From Raziel Ungar ~ Burlingame, CA • Quarterly or bi-annual client dinners • Thoughtful seating arrangements = “matchmaking” for clients • Small sampling of current/recent clients • Prix fixe menu = more cost effective • Easier follow-up
  • 43. Attend Clients’ Parties/Events From Dale Chumbley ~ Vancouver, WA • Don’t just do the inviting! • Attend clients’ parties and events when you’re invited • You’ll be introduced as “my REALTOR” and make new connections
  • 44. WRITE IT: • Two local businesses you can approach TODAY to co-host a tweet-up • Two local charities you can support in 2012 with a client event
  • 46. Where Is Your Facebook Presence? • Your personal profile – what does it look like? • Your Facebook Business Page: – Do you have one? – Do you use it effectively? – Do you need one? • Where do you spend the most time and get the most response?
  • 47. Julie Beall Put This On Facebook 1,000 pairs of shoes donated…and delivered
  • 48. Harvesting Facebook for Client Information Birthdays & Anniversaries
  • 49. Letting Facebook Do the Work For You From Raziel Ungar ~ Burlingame, CA • Clients’ hobbies, interests • What you see on Facebook + how well you’ve gotten to know them • Sharing articles, books, points of interest • An excuse to get in touch
  • 51. Skype – Your New Best Friend • Skype for client consultation • Skype for closings • Introducing your clients to Skype – providing value!
  • 54. The Introduction Video Via Leigh Brown – Charlotte, NC
  • 55. The Personal Contract-to-Closing Facebook Group • Secret Facebook group for you and your client • Post video messages and reminders every step of the way • Better than a phone call because they can replay • Great with more than one person in the transaction – they each get the same message
  • 56. Other “Face-to-Face” via Video • Tours of properties for a client via Skype or Facetime • Presenting an offer or counteroffer • Regular communication with a needy client • Responding to an online lead
  • 57. Q & A

Notas do Editor

  1. How many of you hold large, “traditional” client appreciation parties every year?